NEW YORK: Wine importer Banfi Vintners has named M Booth its first PR AOR after a competitive RFP process that began last fall.
The agency will closely collaborate with Banfi's in-house communications team of four staffers on media outreach, said Lars Leicht, director of communications at the company. He declined to name the other agencies involved in the review.
A main responsibility of the agency will be to expand Banfi's presence to more audiences, media outlets, and consumers, said Lauren Swartz, SVP and head of M Booth's wine and spirits practice. In addition to traditional media outreach, Swartz said the firm, which has four staffers on the account, will conduct blogger outreach.
“They have great coverage in wine columns, and what we want to do is broaden that to lifestyle and business stories and really talk about the heritage of the Mariani family and their deep expertise in the wine category,” she said. Banfi was founded by John Mariani in 1919. Today the company is run by his grandchildren.
Leicht said the company selected M Booth based on its “ideas,” “creativity,” and “qualified people.”
The agency works with a number of spirits clients, including the Remy Cointreau scotch portfolio, Kahlua, Nolet's Gin, and Brugal Rum. In the past, it worked with Masi wine, BV wine, Champagne Piper-Heidsieck, and Champagne Charles Heidsieck.